Custom Segmentation Variables

The variables you merge into your data set (i.e. from SSI Web or a Text-Only source) though valid automatically as weights are not available as banner points and respondent filters until you first create new variables based on those data called Custom Segmentation Variables.

A Custom Segmentation Variable is one you create based on the values of one or more other merged variables. Custom Segmentation Variables can be used as banner points and respondent filters in the Tables and the Market Simulator programs.

You can create Custom Segmentation Variables by selecting Analysis | Custom Segments. The details for specifying these variables is available in the on-line help by pressing F1 when you are at the Custom Segments dialog.

As an example, we could create a Custom Segmentation Variable based on gender and income. Suppose we merged a variable called Q31 from an SSI Web questionnaire that classified a respondent's gender (Male=1, Female=2), and Q32 that reported a respondent's income (continuous variable). These variables would not be available for choosing as banner points or respondent filters in the simulator until we had created a custom segmentation variable. We might call this custom variable Gender_Income, and indicate the following definitions:

Definitions for Custom Segmentation Variable: Gender_Income Segment Label Logical Definition Female Low Income (Q31 = 2) & (Q32 <= 25000) Female High Income (Q31 = 2) & (Q32 > 25000) Male Low Income (Q31 = 1) & (Q32 <= 25000) Male High Income (Q31 = 1) & (Q32 > 25000)

After creating a new Custom Segmentation Variable called Gender_Income, these segments are available for selection as banner points and respondent filters.

Though our example above used two variables to define a Custom Segmentation Variable, you could use only one variable, or many more variables. The Market Simulator supports sophisticated ways for defining Custom Segmentation Variables, including the following operators: = , >, >=, <, <=, != (not equal to), & (and), | (or), ! (not), $MISSING (missing value). You can include complex statements that include parentheses for controlling the flow of logical operations.